In today’s digital age, consumers are constantly being bombarded by content. Therefore, it’s becoming increasingly important for brands to publish quality content that not only differentiates the brand from its competition but is also personalized to reach a specific target audience. After discussing content consumption habits with my peers at the Social Media Summit, I’ve pulled together three key insights that brands should consider when developing a content marketing strategy aimed at millennials.

Timing is everything

In order to maximize the reach of your content, it’s important to post during the times that most millennials are active on social media. In order to receive the most shares or likes, brands should aim to post on Facebook between 1 pm and 3 pm. For Twitter, users are most active between 12 pm and 6 pm.

Traditional marketing efforts won’t cut it

Millennials tend to shy away from traditional marketing efforts and are more interested in sponsored posts or native advertising from brands that provides an added value to consumers.

Authenticity is key

Millennials are immediately turned off from brands that lack transparency or don’t follow through on their promises. Therefore, when it comes to building loyal relationships with millennials, companies must establish an authentic brand voice that remains consistent across all marketing materials and messaging. Additionally, millennials are looking for brands to establish a personal relationship with the consumer by connecting on social media and creating online and in-store touchpoints that are unique to the consumer.

Overall, brands must realize that there is no one-size-fits-all solution to reaching millennials. Therefore, it’s important to listen to the needs of your target market and establish personalized content that meets each consumer’s unique needs.

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